Where next for Performance Marketing? Creating an Emerging Market Strategy
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Yunus Guvenen, Digitouch Performance Media Group, Dominik Johnson, Yamondo

Yunus Guvenen, Digitouch Performance Media Group, Dominik Johnson, Yamondo

a4uexpo Barcelona 2012

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Where next for Performance Marketing? Creating an Emerging Market Strategy Presentation Transcript

  • 1. Where next for Performance Marketing? Creating an Emerging Market Strategy
  • 2. Dominik JohnsonExecutive Manager Global Performance Alliance for on twitter @dominik_johnsonYunus GüvenenManaging Partner for Performance MediaGroup on twitter @yunusguvenen
  • 3. Agenda - Stats on Emerging Markets - Turkey - Emerging Market Strategy (Turkey) - Q&A
  • 4. Stats on Emerging MarketsWhere does the expertise come from?
  • 5. Stats on Emerging Markets Travelling & Hangouts Yamondo.com - 14 partners around the globe
  • 6. Stats on Emerging Markets Source: YouTube Video The Guardian
  • 7. Source: Yamondo.com website
  • 8. Stats on Emerging MarketsRussiaPopulation Structure 54% female & 46% malePopulation 139.390.205 Advertising in Russia Media Split Total Ad Spending (bn USD) Online Ad Spending (mil. USD) 11.1 1,097 * TV/Print/Outdoor/Radio 90% 10.0 * 8.7 * 886 * 7.7 736 708 6.4 598 + 55 % vs. 2008 * estimated 2009 2010 2011 2012 Source: ZenithOptimedia, Mar 2010 2008 * estimated 2009 2010 2011 2012 Source: ZenithOptimedia, Mar 2010 10% Media Split 2010 ( mil. USD ) Online 10 % TV Print Outdoor Online Radio 4,252 1,184 1,058 736 327
  • 9. yandex.ru Search engines 2008 2009 2010 2011 2012 mail.ru Email & messaging010 * estimated Source: ZenithOptimedia, Mar 2010 odnoklassniki.ru Social networks youtube.com Online video Stats on Emerging%Markets 10 rambler.ru Web portals UV = Unique Visitors Sourc Print Outdoor Online Radio Russia 1,184 1,058 736 327 Cinema 94 Rising Categories Risin Jan 2009 vs. Jul 2010 * last 12 m Search Query Growth 2005–2010 Category Growth Keywor UV % Travel 153 % 1908 %6.0 mil. Sports 103 %1.0 mil. Food & drink 93 %1.0 mil. Local 84 %9.8 mil.9.0 mil. 100 Beauty & personal care 84 % 2005 Jun 2010d Planner* Aggregated Google Search queries Source: Google * Search query growth per category Source: Google * Selectedes Search: Social: Yandex 56% (2011) Growth Category VK.com 75 mil. (2011) Google 31% (2011) Odnoklassniki 70 mil. (2011) >5000 % Naomi Watts – british actress Mail.ru 8% (2011) Facebook 7-9 mil (2011) 200 % Avatar – movie
  • 10. Source: Yamondo.com website
  • 11. Stats on Emerging MarketsUnited Arab EmiratesPopulation Structure 69% female & 31% malePopulation 4.975.593 Media Split Advertising in the United Arab Emirates  Total Ad Spending (bn USD) Online Ad Spending (mil. USD) TV/Print/Outdoor/Radio 98% 2.1 2.1 * 2.1 * 62 * 1.9 1.9 49 * 38 12 19 + 417 % vs. 2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 2% * estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 * estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 Online Media Split 2010 ( mil. USD ) 2% Newspapers Outdoor Magazines Radio TV 79
  • 12. 2008 2009 2010 2011 2012 facebook.com Social networks010 * estimated Source: ZenithOptimedia, Mar 2010; Value Partners, 2010 live.com Search engines msn.com Web portals 2% Stats on Emerging Markets blogspot.com Blogging services UV = Unique Visitors Sourutdoor67 United Arab Emirates Magazines 238 Radio 147 TV 79 Online 38 Cinema 21 Rising Categories Risin Jan 2009 vs. Jul 2010 * last 12 Search Query Growth 2005–2010 Category Growth Keywo UV % Sports 92 % fifa 1080 %2.9 mil. Travel 81 % facebo2.9 mil. Beauty & personal care 76 % hotspo2.0 mil. Food & drink 76 % gamez1.3 mil. 100 Local 63 % bookin1.2 mil. 2005 Jun 2010d Planner* Aggregated Google Search queries Source: Google * Search query growth per category Source: Google * Selectedhes Search: Social: Google 80% (2011) Facebook (2011) Growth Category Yahoo 10% (2011) Linkedin (2011) 500 % Football association MSN 9% (2011) 300 % Social networks
  • 13. Source: Yamondo.com website
  • 14. Stats on Emerging MarketsPolandPopulation Structure 52% female & 48% malePopulation 38.463.689 Advertising in Poland Media Split Total Ad Spending (bn USD) 3.4 * Online Ad Spending (mil. USD) 511 * TV/Print/Outdoor/Radio 87% 3.2 2.9 3.1 * 436 * 2.8 378 333 306 + 67 % vs. 2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 13% * estimated Source: ZenithOptimedia, Mar 2010 * estimated Source: ZenithOptimedia, Mar 2010 Online Media Split 2010 ( mil. USD ) 13 % TV Online Magazines Outdoor Newspapers Radio
  • 15. onet.pl Web portals 2008 2009 2010 2011 2012 nk.pl Social networks010 * estimated Source: ZenithOptimedia, Mar 2010 allegro.pl Auctions wp.pl Web portals Stats on Emerging Markets 13 % youtube.com Online video UV = Unique Visitors Sour Poland Online 378 Magazines 307 Outdoor 248 Newspapers Radio 217 190 Rising Categories Risin Cinema 40 Jan 2009 vs. Jul 2010 * last 12 Search Query Growth 2005–2010 Category Growth Keywo UV % Travel 60 % demoty0.0 mil. 530 % Local 43 % facebo0.0 mil. Recreation 34 % youtub9.8 mil. nasza k Home & garden 20 %9.8 mil.8.9 mil. 100 Food & drink 19 % allegro 2005 Jun 2010d Planner* Aggregated Google Search queries Source: Google * Search query growth per category Source: Google * Selectedhes Search: Social: Google 97% (2011) Growth Category Nasza-Klasa.pl 83% of Web-User in Poland (2011) MSN 1,5% (2011) Facebook 59% (2011) 2450 % Humor Netsprint-wp.pl 1,2% (2011) Fotka.pl 10% (2011) 450 % Social networks
  • 16. Source: Yamondo.com website
  • 17. Stats on Emerging MarketsChinaPopulation Structure 51,5% female & 48,5% malePopulation 1.330.141.295 Advertising in China Media Split Total Ad Spending (bn USD) Online Ad Spending (bn USD) TV/Print/Outdoor/Radio 81% 30.7 * 9.5 * 26.1 * 22.8 20.3 6.3 * 18.9 2.7 3.3 4.3 + 252 % vs. 2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 19% * estimated Source: ZenithOptimedia, Mar 2010 * estimated Source: ZenithOptimedia, Mar 2010 Online Media Split 2010 ( mil. USD ) 19 % TV Newspapers Online Outdoor Radio 1,136
  • 18. baidu.com Search engines 2008 2009 2010 2011 2012 qq.com Email & messaging2010 * estimated Source: ZenithOptimedia, Mar 2010 sina.com.cn Web portals taobao.com Classifieds Stats 19 % Emerging Markets on 163.com Web portals UV = Unique Visitors Soupers China Online 4,252 Outdoor 2,982 Radio 1,136 Magazines 446 Cinema 42 Rising Categories Risi Jan 2009 vs. Jul 2010 * last 12 Search Query Growth 2005–2010 Category Growth Keyw UV % Sports 59 % xixi170 mil. 350 % Real estate 44 %140 mil. Home & garden 40 % 7k7k 110 mil. Local 36 % 4399 87 mil. 81 mil. 100 Science 33 % dnf 2005 Jun 2010Ad Planner* Aggregated Google Search queries Source: Google * Search query growth per category Source: Google * Selecthes Search: Social: Baidu 77% (2011) Growth Category renren 160 mil. (Feb. 2011) Google 18% (2011) >5000 % XiXi – gaming site WeiBo 250 mil. (2011) Sogou 3% (2011) >5000 % Seer – web game for children 300 % Qi K Qi K – flash games
  • 19. Source: Yamondo.com website
  • 20. TurkeyPopulation Structure 50% female & 50% malePopulation 77.804.122 Advertising in Turkey Media Split Total Ad Spending (bn USD) Online Ad Spending (mil. USD) TV/Print/Outdoor/Radio 87% 2.7 * 243 * 2.5 2.4 * 2.2 204 * 2.0 173 vs. 132 73 + 233 % 2008 2009 2010 2011 2012 2008 2009 2010 2011 2012 13% * estimated Source: ZenithOptimedia, Mar 2010 * estimated Source: ZenithOptimedia, Mar 2010 Online Media Split 2010 ( mil. USD ) 8% TV Newspapers Online Outdoor 150
  • 21. facebook.com Social networks 2008 2009 2010 2011 2012 live.com Search engines2010 * estimated Source: ZenithOptimedia, Mar 2010 msn.com Web portals mynet.com Web portals Turkey 8% izlesene.com Photo & video sharing UV = Unique Visitors Sou Newspapers Online Outdoor 150 556 173 Radio 66 Rising Categories Risin Magazines 53 Cinema 27 Jan 2009 vs. Jul 2010 * last 12 Search Query Growth 2005–2010 Category Growth Keywo UV % Beauty & personal care 159 % faceb 1900 % Travel 94 % çeviri6.0 mil.11.0 mil. Online communities 89 % memu 6.1 mil. Real estate 53 % radyo 5.1 mil. 100 Telecommunications 27 % araba 4.6 mil. 2005 Jun 2010Ad Planner* Aggregated Google Search queries Source: Google * Search query growth per category Source: Google * Selecthes Search: Social: Google 98% (2011) Growth Category Facebook 30.3 mil. (2011) Bing 1% (2011) Twitter 4 mil. (2011) 250 % Social networks Yahoo 1% (2011) 200 % Translation
  • 22. Emerging Market Strategy (Turkey)Why everybody about Turkey? - GDP per Capita: Growing at 7% per year (8.3% in Q3 2011)- Population / Demographics: 77,8 Million / Median Age is 27- E-Commerce Users: Grew 2.5 times to 22Million in the last 2 years- E-Commerce Growth: Over 100% in 2011, reaching $15M
  • 23. Emerging Market Strategy (Turkey)Why everybody about Turkey? - E-Commerce Audience: 70% of online users are younger than 34 years of age- Credit Card Penetration: 60% (compared to an EU average of less than 50%)- Strong Logistics: Ship any product in 24 hours if the customer is within 600km from the company warehouse.
  • 24. Emerging Market Strategy (Turkey)Why everybody about Turkey? - 2nd Fastest growing digital market in 2010 (30%)- 6th Fastest growing digital market in 2011 (25%)- Mobile represents 1.8% share of Digital Ad Market- Online Communities: Turkey is Facebook’s 5thlargest user base (number 1 for Friendfeed and number 8 for Twitter).- Investments: Kleiner Perkins, Naspers, Ebay, Amazon, Intel Capital and others doing large deals in Turkey; Gittigidiyor at $275M, Markafoni at $220M
  • 25. Emerging Market Strategy (Turkey) Opportunities and Challenges
  • 26. Emerging Market Strategy (Turkey)Digital Advertisment Eco-System in the USA Source: Luma Partners
  • 27. Emerging Market Strategy (Turkey)Digital Advertisement Eco-System in Turkey
  • 28. Emerging Market Strategy (Turkey)- Estimated Number of E-Commerce Sites in Turkey: 25.000- Major Players (Local and International) – Markafoni Group, Otto Group, Rocket Internet, Dogan Online Group etc…- Pre-dominantly Retail/E-Commerce- Travel sector has begun with Turkish Airlines leading the way, other competitors have confirmed to start their affiliate program by September 2012.- Telco, Finance, Insurance is substantially small at the moment – soon to be implemented “digital signature” law may change everything.- Strong opportunity for e-commerce players, many foreign groups have setup successful businesses already.Advertisers Eco-System
  • 29. Emerging Market Strategy (Turkey) - (GelirOrtaklari) is the first and leading affiliate network in Turkey- Zanox has opened its Istanbul office in 2011- TradeDoubler Cooperation- Few smaller networks also exist- Many Sales Houses but few AdNetworksNetwork Eco-System
  • 30. Emerging Market Strategy (Turkey) - A REAL opportunity for Affiliate Publishers - Coupon Sites: less than 5 players - Cashback Sites: less than 5 players - Comparison Sites: 3 sizeable players - Product Review Sites: none - Email DB / Co-Reg.: less than 5 players - Meta-searches: no localized player - Product Review Videos: nonePublisher Eco-System
  • 31. Emerging Market Strategy (Turkey)Founded in 200842 EmployeesEndeavor Company, backed by several international investors. 4 Major Business LinesPlan ROI Agency:Specialized in digital media planning/buying and advanced search engine marketingGelirOrtaklari:Turkey’s leading affiliate network, with over 100 advertisers and 6000 publishersRetarget+:Turkey’s leading personliased remarketing platformAdinomi:Building Turkey’s first audience network
  • 32. Wewish you anawesome#a4uexpo
  • 33. Dominik Johnson Executive Manager (GPA)Thank you! explido WebMarketing GmbH & Co. KG twitter: twitter.com/dominik_johnson facebook: facebook.com/dominik.johnsonQ&A linkedIn: de.linkedin.com/in/dominikjohnson XING: xing.com/profile/Dominik_Johnson Telefon: +49 821 / 21 77 95 - 631 E-Mail: dominik.johnson@explido.de Yunus Güvenen Managing Partner Digitouch twitter: twitter.com/yunusguvenen facebook: facebook.com/yunus.guvenen linkedIn: tr.linkedin.com/yunus-guvenen/1/244/a1 XING: xing.com/profile/Yunus_Guvenen Telefon: +90 533 357 50 - 36 E-Mail: yunus.guvenen@digitouch.com.tr